One of the most common questions I receive in my DMs is, “can I still land brand collaborations and PR packages as a micro-influencer?”
The quick and simple answer? Of course! Brands are turning to micro-influencers now more than ever.
I get it… you’re probably rolling your eyes now, thinking “sure Christina, sounds believable.” *Rolls eyes*
In fact, one of my Influencer Bootcamp students said the same exact thing (eye-roll and all) until she started landing consistent 4-figure deals month after month.
If you’re currently skeptical about your ability to secure a paid brand collaboration or PR package with an audience of 2000 followers – keep on reading.
Here’s how to land brand collaborations and PR packages as a micro-influencer.
How to Land Brand Collaborations and PR Packages as a Micro-Influencer
In case you needed the cold, hard evidence that brands are choosing to collaborate with nano and micro-influencers over macro-influencers…
77% of marketers say that micro-influencers top their tier of ideal influencers to collaborate with (according to Shopify).
This is because nano and micro-influencers have more engaged audiences compared to macro and mega-influencers.
Now that you have the proof, it’s time to dive into the strategies to help you land brand collaborations and PR packages as a micro-influencer. Starting with…
Step #1: Start Fostering Relationships PR Agencies and Other Influencers
“Your network is your net worth.”
This statement is especially true in the influencer marketing industry. This is why it’s so important to foster relationships with brands and PR agencies from day 1.
Brand collaborations don’t happen magically. They happen because you took that first step to say hi and get your name out there.
You’ll also want to reach out to and build relationships with PR professionals and agencies. I’ll share how you can do this in step #4.
However, it’s worth highlighting that fostering relationships with other influencers is equally as important. This is because your colleagues will help you expand your network by recommending you to brands or campaigns.
Not to mention, having other influencer and content creator friends makes this journey all the more exciting and fun.
Step #2: Know Your Worth
It can be easy to be taken advantage of as a new nano or micro-influencer, especially if you don’t know your worth.
I’m here to tell you that you absolutely have the right to charge for your work. Even if you do not have 10k followers.
You’re likely to run into a few brands that offer you a free product in exchange for a post. Don’t settle for this offer unless…
- The brand just doesn’t have the budget to pay you. BUT you believe in the brand, and their product fits your values perfectly.
- If the brand is a huge household name and its product is worth it. (For example: if Delta is offering you free flights and a free 3-night stay in exchange for a post, that’s fine. Delta is a huge brand and having that in your portfolio adds to your credibility.)
Now what you charge a brand depends entirely on you. The Influencer Bootcamp teaches you how to set your rates no matter how many followers you currently have. In the meantime, we have a blog post that’ll give you a great idea of calculating your rates, especially if you’re pitching brand collaborations on your Instagram and your blog.
But no matter what you do, do not fall for brand partnerships that require you to pay for shipping or products. This is a common red flag that newer nano and micro-influencers aren’t aware of.
Remember, the minute you pay a brand… you’re just another customer.
Step #3: Create a Media Kit
Once you have an idea of what you’ll charge, it’s time to put together your media kit.
A media kit is a document that functions as a kind of resume for your Instagram, blog, and other platforms. (Such as your email list or other social media channels.)
Your media kit should include information about you, including:
- Your contact information
- Number of followers on Instagram
- Monthly visitors to your blog (if you have one)
- Number of followers on other platforms
- Demographics of your followers
- Services you provide
- Examples of your work
- Brands you’ve worked with in the past
You can either create a one-pager or a longer media kit. If you’re just starting out, I recommend creating a one-pager.
Step #4: Craft the Perfect Pitch
Remember step #1? Where I stressed the importance of building relationships, especially with PR agencies? Let’s get into it!
The best way to make an introduction to a PR agency for PR packages or brand collaborations is to send an enticing pitch. More often than not, your pitch will be in the form of an email and rarely a DM.
This is because you want to keep things as professional as possible. But if you’re having a hard time finding an email or contact for someone at the PR agency you’re pitching to, feel free to send them a DM asking for the right contact information.
Since you’re sending a cold email, you want to put your best foot forward right out the gate. In order to do this, you’ll want to…
- Keep your email short and to the point
- Proofread your email
- Make your email about the benefit and value you bring to the table (not about you).
The Influencer and Blogger Bootcamps walk you through the exact steps to crafting the perfect pitch to help you capture the attention of brands and PR agencies. I also share how you can find these PR agencies to pitch to.
In the meantime, listen to this podcast episode with Julianne Fraser, founder of Dialogue NYC – a digital marketing consultancy specializing in influencer marketing. She walks you through how you can land brand collaborations and PR packages as a micro-influencer.
Step #5: Negotiate Like a Pro
Last but not least, you’ll want to equip yourself with a few negotiation skills so you can increase your income. Or, at the very least, turn a product for post collaboration into a paying one.
Here are some tips to help you develop these negotiation skills:
- Always ask for compensation
- Nail down the deliverables for the collaboration
- Pitch package options (a slightly reduced rate for more deliverables that make the brand feel like they’re getting a deal)
- Present creative ideas and make your value-add clear and irresistible
- Don’t be afraid to negotiate (it’s never going to be a hard no and there’s always room for push and pull)
- Aim for long-term collaborations
- Incorporate other platforms (this is where having a blog comes in handy)
I have a more comprehensive blog post where I share more negotiating strategies. Read it here and try those tips out.
Bonus: Join an Influencer Marketing Platform
If you’re right at the beginning of your journey as a content creator, consider joining an influencer marketing platform.
Influencer marketing platforms are databases designed to connect brands and creators.
It’s a great place to get started with paid brand collaborations, even though the pay tends to be lower on these platforms.
Here’s a blog post featuring the 10 best influencer marketing platforms that you can join today.
Start Pitching and Landing Brand Collaborations and PR Packages as a Micro-Influencer
The tips I share in this blog post will help you get started with landing your first brand collaboration or PR package as a micro-influencer.
However, this is just a starting point. You can always increase your income by adding extra deliverables. In fact, having a blog on top of your Instagram following will allow you to increase your income by up to 75%.
But no matter where you are on your journey, these 5 steps give you a great idea of how you can reach out, form meaningful connections, craft the perfect first pitch, and negotiate like a pro.
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